Next gen video game consoles to change entertainment: OTX survey

MUMBAI: OTX, a global consumer research and consulting firm has released the first results from its new weekly video game tracking survey, Video GameTraxx.

The research from the initial waves of GameTraxx shows that next generation consoles coming into the marketplace in the coming months will clearly evolve gaming to a new entertainment experience.

But this evolution may bring about changes in consumer behaviour that impacts the entire entertainment industry, including traditional media like movies and DVDs, as the improved game experience attracts more players who spend more of their leisure time involved in game play.

OTX CEO and co-founder Shelly Zalis says, "These new consoles offer nema-like' quality along with an immersive, interactive experience, and consumers are already anticipating that they will make improvements to their home theater experience to maximise the enjoyment

of this new media. The combination of this evolved game experience and an improved home theater experience may create new challenges for media like movies and television that are increasingly battling for gamers' attention and time."

Gamers who said that they planned to purchase the new Xbox 360 console are twice as likely to upgrade to HDTV, purchase a widescreen television, improve their home audio system or purchase a new DVD player. As GameTraxx is a weekly, flexible tracker, subsequent surveys can be adjusted to go into more depth on an important finding like this one, in order to deliver useful, timely data to the industry.

The report adds that consumers expect that more of their entertainment wallet is going to be invested in these new game consoles and titles and on the improved home equipment needed to enjoy them. That creates greater competition for companies that provide other leisure time activities, like going to the movies, watching TV or renting DVDs.

These improvements in the home theater experience in anticipation of the next generation consoles will be significant for other media as well. An OTX survey of moviegoers in October 2005 had showed that consumers said their primary reason for seeing fewer movies in the theater was related to an improved home entertainment experience. Gamers are quickly becoming a key audience for all entertainment companies and advertisers, and OTX's new weekly GameTraxx survey provides ongoing insights into this audience.

In response to the continued evolution of gaming into such a dominant form of entertainment, OTX introduced Video GameTraxx as a weekly tracker to help the gaming and entertainment industries stay on top of trends and understand consumer gaming behaviors on an ongoing basis.

It gives game publishers, platform manufacturers, advertisers and other media and entertainment companies an up-to-date picture of gamers' awareness and purchase/rental intent of upcoming major game releases and products, as well as information about news, advertising, game play and more. GameTraxx surveys gamers across all platforms, console, PC, and handheld, as well as addressing both retail and casual games.

Latest Reads
Republic TV continues to dominate English news genre: BARC week 44

In the Hindi news (U+R) genre, Zee News climbed two slots to the third position in week 44 of BARC ratings. Aaj Tak yet again stood on top in all the three genres. Republic TV continues its dominating streak in the English news genre.

Television TV Channels Viewership
Essel Group engages Goldman Sachs to sell half its stake in Zee Entertainment

Mumbai: 13th November 2018, Subhash Chandra and family along with its advisors met in Mumbai over the Diwali weekend to undertake a strategic review of its businesses in view of the changing global media landscape. The strategic review underscored the importance of technological advancements such...

Television TV Channels GECs
Neville Bastawalla to take over as marketing head of SPN India sports cluster

Sony Pictures Network (SPN) has made some internal changes and handed the responsibility of heading marketing for the sports cluster to Neville Bastawalla, a source close to the development informed

Television TV Channels Sports
Big Ganga Sets up Safe Changing Rooms for Women During Chhath Puja

Riding on the success of multiple initiatives, ZEE Entertainment Enterprise Limited’s No. 1 Bhojpuri Channel, Big Ganga introduces a much-needed social initiative - ‘Ek Kadam Swabhiman Ki Aor’ on the occasion of one of the most popular festivals of the region, Chhath Puja.

Television TV Channels GECs
Most awaited awards of the year - Nickelodeon Kids Choice Awards 2018 is back, bigger than ever!

It’s time to blow the trumpets and roll out the orange carpet for Nickelodeon Kids Choice Awards 2018.

Television TV Channels Kids
Zee TV leads GEC urban in BARC week 44

Zee TV that was on the fourth position in the previous week climbed to the second position in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 44 of 2018.

Television TV Channels Viewership
Anushka Sharma joins hands with Discovery to promote Tiger Conservation Movement

Leading Bollywood actress Anushka Sharma has joined hands with to promote a global awareness movement to save tigers from extinction.

Television TV Channels Factual @ Discovery
Shemaroo Entertainment brings back the Golden Era of Nimmiji

Shemaroo Entertainment’s retro music channel Filmi Gaane launched a compilation of 35 songs of 1950’s veteran actress Nimmi by the name “SUPERHITS OF NIMMI - The Vintage Beauty”.

Television TV Channels Music and Youth
Star India publishes RIO as per TRAI tariff order

After Supreme Court of India gave the verdict in favour of Telecom Regulatory authority of India (TRAI) in the tariff order case.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories